The Client-Centric Marketing Course:
Accelerating Services Growth

San Francisco, CA
June 11-14, 2002

"There is plenty of evidence that services have grown in importance for most IT, networking, and telecom companies during the economic downturn. The next frontier for services marketers is to position services within more comprehensive solutions strategies."

Stephen T. Hurley, Vice President, Learning and Performance Excellence, ITSMA

Why ITSMA's Client-Centric Marketing Course?

This program provides an accelerated learning experience that offers a combination of frameworks, methods, research, and ready-to-apply tools that will have an immediate impact on your marketing performance. Participants consistently rate the Client-Centric Marketing Course very highly, and we continue to improve the program's format and content with the latest ITSMA research and in-depth industry best practices. We also improve the course with academic insights and world-class entrepreneurial expertise from Babson College.

Focus of the Course

Services marketers face significant challenges: positioning services.measuring the value of services marketing.understanding buyer behavior.building a stronger services brand.developing and marketing solutions.all core issues that services marketers need to address to be successful today.

This three-day course is focused on the unique skills and processes required to be successful in marketing services within the IT, telecom, and networking sectors. Leveraging the ITSMA Marketing Framework, the program establishes a road map for implementing services marketing programs.

ITSMA's Client-Centric Marketing Course focuses on increasing the value, and ultimately the long-term revenue stream, of a company's greatest assets-its client relationships.

Key Benefits       

Have more confidence, be more informed about services issues, and be more energized about tackling the tough challenges facing services marketers today-not a bad payoff for three days of work!

To accomplish this transformation, this program will help participants:

• Apply the latest techniques and tools of the trade
• Understand which tools are most effective for each phase of the marketing process
• Share experiences with marketers who have faced similar issues and challenges
• Build a network of new friends and professional colleagues

Jim Barker, Premium Program Manager, Novell

Course Content   

The content is organized according to the four key phases of the ITSMA Marketing Framework:

I. Strategy and Market Planning

• Services Marketing Framework
• Market Selection and Development
• Client-based Analysis (including Voice of the Customer)
• Market Segmentation
• Opportunity Analysis
• Brand & Positioning

II. Solutions Management

• New Services Development
• Pricing
• Go-to-Market Strategy
• Value Propositions
• Transitioning from Services to Solutions

III. Internal & External Communications

• Building Awareness
• Brand Communications
• Integrated Marketing Communications
• Internal Communications
• Measuring the Value of Marketing

IV. Relationship Management

• Reference Management
• Building Customer Loyalty
• Leveraging the Sales Force

Babson College Partnership

Babson College has recently been listed as one of the top 15 schools worldwide in executive education. In addition, for the last 10 years, BusinessWeek and US News & World Report have rated Babson number one in the world in the field of entrepreneurship-a critical business competency in technology companies.

Babson brings it's executive education and entrepreneurship expertise to this ITSMA program. As a result, this is one of the few courses of its type that not only immediately impacts your marketing performance, but also offers MBA credits for participants.

Faculty         

	Stephen T. Hurley, is the Vice President of ITSMA's Learning & Performance Excellence activities. He has extensive experience in the fields of professional services and management education, and has designed and delivered marketing, sales, and management programs in over 50 countries. Prior to joining ITSMA, Steve was with Arthur D. Little where he served as a business practice leader as well as the Director of Executive Education for the Arthur D. Little School of Management.
	Philip Dover, Ph.D., is the Faculty Director for the School of Executive Education for Babson College. He is a leading authority on strategic marketing and has published extensively in academic and industry journals on the topic. Phil's distinguished career includes faculty positions at Cranfield School of Management in the United Kingdom and the Sloan School of Management at MIT in the United States.
	Lauren Wright, Ph.D., is a faculty member at the University of California, Chico. She specializes in the area of services marketing and is the co-author of Principles of Service Marketing and Management. In addition to her quality research in her discipline, Lauren has been a repeat recipient of the school's Outstanding Teaching Award.

Guest Presenter

The core faculty will be supplemented by a guest speaker who has extensive experience in areas related to services marketing.

Michael Farabelli, Vice President of Sales and Marketing for Service Providers for Cisco Systems. Mike will speak about the relevance of services marketing in today's high technology world, and recent trends in the networking arena.

Who Should Attend         

The Client-Centric Marketing Course is designed for marketing professionals with less than ten years of services marketing experience. Sample titles of persons appropriate for this course include services marketing managers, directors, and associates, services sales managers, services program managers, solutions marketers, and services marketing communications specialists.

Admissions        

Admission to the Client-Centric Marketing Course is based on an application process to ensure that the class is made up of individuals having the appropriate experience and background to enhance the learning for all participants.

After registering for the course a confirmation e-mail will be sent to you with a link to the admission form. Please fill it out completely and then submit it for approval. You will be notified shortly after filling out the admission form of your eligibility for the course.

Confirmation of acceptance will be sent upon review and approval of application. Enrollment is limited.

Fees and Registration

Event Date:	June 11-14, 2002
Member price:	$2,795 (Normally $3,295)
Non-member price:	$3,395 (Normally $3,895)
	You can also register via phone at +1-888-ITSMA92 x19, or dial 1-781-862-8500 x19 for outside the U.S.
Event Location:	Executive Conference Center located at the American Management Association San Francisco Marriott Second Floor 55 Fourth Street San Francisco, CA 94103
Accommodations:	Hotel accommodations are the responsibility of the registrant. A block of rooms has been reserved on a first-come, first-served basis at the San Francisco Marriott Hotel. We encourage making arrangements as soon as possible to ensure room availability.
	Please indicate that you are attending ITSMA's Workshop to receive ITSMA's special rate of $189 single/double. This rate is available until May 21, 2002. San Francisco Marriott 55 Fourth Street San Francisco, CA 94103 Reservations: +1-415-896-1600 Fax: +1-415-442-6773 URL: http://www.marriott.com/epp/default.esp

The fee includes tuition, course materials, continental breakfasts, lunches, and refreshments. If payment is not received by the start of the course, a credit card or other form of payment will be required for admittance.

To register by phone dial 1-888-ITSMA92 x19, or dial 1-781-862-8500 x19 for outside the U.S.

Schedule and Dress Code         

The course will begin on Tuesday evening at 4:00 p.m. and end on Friday afternoon at 4:00 p.m. During the course, in-class sessions will start at 8:30 a.m. and end by 5:00 p.m. The evenings will include minimal reading and no scheduled group work.

Please make your travel arrangements so that you will stay in the course through 4:00 p.m. on Friday. It is important that all participants be involved in the final course activities.

Dress code is business casual.

Cancellation Policy          

Any cancellations or substitutions must be in writing and forwarded to ITSMA, One Militia Drive, Suite 4, Lexington, MA 02421 or via e-mail to cjefferson@itsma.com.

You may cancel your enrollment without penalty up to ten business days before the start of the event. A $350 administration fee will be imposed for cancellations received after this date. Nonattendance without cancellation will incur the full course fee. Substitutions approved by ITSMA are permitted up to the start of the course.

Satisfaction Guarantee           

ITSMA guarantees your complete satisfaction with this event. If, however, you are not satisfied, we will provide you with a full refund of your money or provide a credit towards another offering.